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Study Of Corporate Marketing Organizations

Posted on:2002-04-15Degree:DoctorType:Dissertation
Country:ChinaCandidate:S X ZhangFull Text:PDF
GTID:1116360065950389Subject:Business management
Abstract/Summary:PDF Full Text Request
Research on Business Marketing Organization (RBMO), starting from the concept model 1 of marketing organization (M01), and guiding with the theory of enterprise capability matching, mainly probes into function, structure, and transform of M01 in order to create the marketing type enterprise organization (M02) with the match between marketing capability and core capability. This dissertation including 9 chapters is divided into three parts: Introduction, Analysis, and Conclusion of RBMO.Part I : Introduction, consisting of Chapters 1 and 2, provides concept model, analysis method, and guide line for RBMO.Chapterl: Concept Definition, Literature Comprehension, and Analysis Method defines 3 models of marketing organization, such as M01= Marketing Department + Sales Department +?Marketing Channel, M02= Marketing Type Enterprise Organization, and M03= Marketing Alliance between Enterprise; stakes M01 as the object of RBMO and Mo2 as the target of M02, and raises 2 new types of enterprise organizations (i.e. Production Type Enterprise Organization and Marketing Type Enterprise Organization) and 2 Analysis Methods (i.e. FSP and TFS).Chapter2: Theory of Enterprise Capability Matching, starting from the fundamental function of Enterprise, creates "the theory of enterprise capability matching", (which is divided into 2 kinds: enterprise capability matching in broad sense and enterprise capability matching in narrow sense), and analyses the capability characteristics of both Production Type Enterprise Organization and Marketing Type Enterprise Organization.Partn: Analysis, including Chapters 3-8, applies "theory of enterprise capability matching" as the guide of Part II,uses FSP to research Marketing Department, Sales Department, and Marketing Channel respectively.Chapter 3, Research on Marketing Department, starting from the viewpoint of narrow sense Marketing Department, introduces function, role, and structure of marketing department, deals with role, power, and conflict of Marketing Department in both Production Type Enterprise Organization and Marketing Type Enterprise Organization.Chapter 4, Research on Sales Department distinguishes between sales person and marketing person, and between functions of sales department and of marketing department, introduces both organization form and incentive model of sales person.Chapters 5, 6, and 7 deals with model and design, management and coordination, and integration and innovation of marketing channel respectively.Chapter 8, Internet and Marketing Organization describes the relationship between information technology development and marketing organization change, analyses the important influence of Internet on marketing organization, and explains the characteristic, function, and tactic of E- Marketing.Part HI: Conclusion, comprising Chapter 9, Core Capability, and Marketing Type Enterprise Organization, analyses the relationship between marketing capability and core capability, deals with the method of creating marketing type enterprise organization, and introduces organization standard and economic standard of appraising marketing type enterprise organization.
Keywords/Search Tags:Capability Matching, Marketing Organization, Marketing Type Enterprise Organization, Sustainable Competence Advantage
PDF Full Text Request
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